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Marketing Research

Summer 2010 EMBA Course

B7617-001: Marketing Research

2010 Sum, 2011 Spr & Global 2011, Menu B - 02:00AM to 03:00AM

Instructor: Dawn Lesh


The primary objective of this course is to provide students with an overview of marketing research process and an understanding of the tools that are used to undertake and critically evaluate marketing research projects. A hands-on approach is used to explore both qualitative and quantitative marketing research tools. During the semester, student groups complete an entire marketing research project. This course is particularly relevant for students interested in careers in consulting; product, service and brand management; and media and communications as well as for entrepreneurs.


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